Journal of Marketing, Volume 90, Issue 5, Page 55-76, September 2026.
New forms of shared micromobility services, such as e-scooters, are growing rapidly across cities. However, their impact beyond the retail and restaurant sectors is less understood in the marketing literature. The authors examine how the entry of e-…Journal of Marketing, Volume 90, Issue 5, Page 55-76, September 2026. <br/>New forms of shared micromobility services, such as e-scooters, are growing rapidly across cities. However, their impact beyond the retail and restaurant sectors is less understood in the marketing literature. The authors examine how the entry of e-… Read More